On Friday morning, both residents and tourists gathered at Sunset Boulevard and Selma Avenue in West Hollywood. Their attention was captured not by the nearby Chateau Marmont, a famous hotel known to many celebrities, but by a particular billboard about 30 feet off the ground.
An unidentified man has been “living” in the billboard since Thursday, inside what looks like a fully equipped, air-conditioned living room. At times, he waved to the crowd outside, holding a coffee mug. Other times, he peered through binoculars. His attire consisted of blue pajama pants and a bathrobe, alternating between red and blue. He communicated with bystanders using a dry-erase whiteboard that conveyed messages like “I’m stuck.” The setup included a bookshelf, plants, a coffee table, an armchair, a desk chair, and paintings on the walls. Thick red curtains decorated the “window.” Beneath this window was the question, “How long can you survive?”
A passerby gestures to the man living in a billboard as a part of a Netflix promotion on Sunset Boulevard.
The installation, part of a promotional effort for Netflix’s new film “The Last House,” concluded on Saturday. The film, directed by Louis Leterrier, stars Greta Lee and Wagner Moura. It tells the story of a family trapped inside their home, facing limited supplies and a mysterious threat, according to Netflix. The promotion and film ask, “How long could you survive if you were suddenly cut off from the world with no explanation?”
Jon Bruno, a West Hollywood resident, sought to witness the event firsthand. “It was all over social media and friends were sending videos,” he noted. Bruno expressed curiosity about the man’s living conditions, wondering about amenities like air conditioning and bathroom facilities. Despite living nearby for 30 years, Bruno couldn’t see the billboard clearly from the ground. “I want to see him,” he said, contemplating using a ladder for a better view.
Bruno, who works in voice-over acting, attended a film screening later that night. He appreciated the marketing strategy, saying, “It’s a great publicity stunt. I’m here because it’s nearby and interesting. I’ve never seen anything like this before.”
Nick Lonj, visiting from Oundle, England, had decided to check out the scenario after seeing news reports while staying at Hollywood’s Godfrey Hotel. The spectacle brought reminders of a past stunt by David Blaine, who spent over a month suspended in a glass box above London’s River Thames. “We should do this with more things,” he commented.
Charise Butler traveled from Burbank with her son to view the billboard. “I think it’s cool,” she said after her son showed her videos of the man inside. Her daughter, an actor, planned to visit with her children too. Butler, a longtime Los Angeles resident, remarked, “Seeing this makes me want to watch the movie. How long can you survive?”
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